The first Nigeria Beer Festival is living up to its billing as Lagosians continue to get drenched in the heightened excitement, fun and entertainment that pervade the Atlantic City Waterfront, venue of the festival.

The event starts daily with thousands of fun seekers trooping in to the waterfront to enjoy the carnival week of entertainment, sales and gathering of the largest community of beer consumers from across the country.

Nigerian Breweries Plc, the foremost brewer in the country, has proved to be the dominant attraction at the event with its array of products and services that give maximum value to its consumers. The company has taken the lead in terms of the most visible and exciting branding as well as the products available for tasting and exhibition.

Consumers grabbed the opportunity to feel the variety of brands from the brewers’ portfolio. Brands like Heineken, Star, Goldberg, Gulder, 33 Export and others were readily available for the crowd.

Kufre Ekanem, Nigerian Breweries’ Corporate Affairs Adviser, explained that the company’s involvement in the beer festival is to reinforce the culture of beer as a social lubricant, which brings people from diverse backgrounds to unite in enjoyment through responsible drinking. He added that the beer festival would impact positively on the nation’s economy through its tourism channels.

“As the nation’s foremost brewer, we want to ensure that the Nigeria Beer Festival is rich in various beer brands that would connect with diverse consumers in a unifying and responsible manner. We are also here to promote responsible drinking among consumers and fun seekers,” he said.

Organisers of the event are assuring that the festival is indeed a carnival of entertainment, sales, tourism and a gathering of the largest community of beer consumers from across the country, with economic value for the brands and the nation’s economy.

Since Monday evening when it flagged off, the festival has provided a fitting ambience to showcase fashion, lifestyle as well as culture in a carnival atmosphere with various beer brands in Nigeria connecting with their existing and potential consumers.

Governor Akinwunmi Ambode of Lagos State is expected to close the festival with an Independence Day Mega Concert that will parade an array of A-list Nigerian artistes, which will feature eye-popping fireworks display.